1. HOW TO APPROACH DIGITAL MARKETING WHEN NOT ALL OF YOUR LEADS ARE EQUAL
QUALITY NOT QUANTITY
HOW TO APPROACH DIGITAL MARKETING WHEN
NOT ALL OF YOUR LEADS ARE EQUAL
David Lawrence, Co-Founder and Managing Director

2. Firstly. Your leads are not all equal.
Variation in:
Lifetime customer value
Sales cycle
Product profitability
Sale conversion rate
Customer retention

3. How do you measure success?

4. Gut feeling.

5. SEO Performance

6. SEM Performance

7. Google Analytics

8. Google Analytics with revenue
Is this only AdWords?
Does it have a 90 day limit?
If so not good for LCV
Online revenue Offline revenue

9. By focusing on your conversion rate

10. Keeping doing these things.
But remember they generally measure steps on the way to success.
And not success itself.

11. Particularly when business success is:
Growing offline revenue.
Increasing profit.
Increasing lifetime customer value (LCV).
Customer retention.
Shortening the sales cycle.

12. A quality lead is one which helps achieve business success.

13. 11 practical ways to identify and improve lead quality.

14. #1 Quality is not fixed
From first contact to the last revenue point, quality can be changed
It’s a journey. Nurture your opportunities
Your competitors have an impact on this

15. #2 You need a framework
Process or tactics?
Define the problem and the goal
Don’t forget the basics

16. #3 Know your data (and its limits)
Get Google Analytics right:
Audit the installation
Referral exclusions
UTM tags in URLs
Track everything
Get rid of ‘Other’
Anonymous data has its limits

17. #3 Know your data (and its limits)
‘Close the Loop’
First interaction to LCV
Manual (Excel)
CRM integration
HubSpot CRM & Marketing
Salesforce + Bizible (e.g.)

18. Don’t let technology distract you from marketing fundamentals.
#4 Think like a marketer
Don’t let technology distract you from marketing fundamentals.

19. Create buyer personas for your business
#4 Think like a marketer
Motivations
Goals
Objections
Create buyer personas for your business
Challenges
Gender
Job
Location
Age

20. Understand the buyer journey
#4 Think like a marketer
Understand the buyer journey
Prospect is experiencing symptoms of a problem or opportunity.
Prospect has now clearly defined and given a name to their problem or opportunity.
Prospect has now decided on their solution strategy, method or approach.

21. #4 Think like a marketer
Create a strong and clear value proposition
Focus: What do you do and who do you do it for?

22. Find people & ask them questions. More importantly, watch them.
#5 Qualitative analysis
Find people & ask them questions. More importantly, watch them.

23. #5 Qualitative analysis
Perform user testing
Ask for visitor feedback (surveys, live chat etc.)
Watch visitor recordings and view heatmaps
Follow the journey of your visitors

24. #6 Build (and nurture) your database
The buyer journey can take days, weeks, months or years.
Don’t forget to nurture…
Retargeting
Webinars
Seminars

25. #6 Segment and personalise
By persona, channel, keyword, device, location, individual: Give them the right experience!
Squeeze pages, targeted ads, s, smart forms

26. #8 Lead scoring
+/- scoring of a prospect
On actions and key fields
Marketing and sales can target the right people at the right time
CRM/Marketing platforms need to be integrated

27. #9 What do they need in the moment?
Huge for mobile
Four key moments:
I want to know
I want to go
I want to do
I want to buy
How can you make this frictionless?

28. #10 Evolve, constantly

29. #11 Sales and Marketing Need To Work Together

30. In summary
Your leads are not equal.
Quality leads are those that deliver on business goals.
Success is not a series of tactics, but a process.
Understand the individual (ideal) customer.
Marketing and sales need to work together.

31. https://au.linkedin.com/in/davidlawrencetws
Thank You
David Lawrence, Co-Founder and Managing Director Phone